Creating a new Dog Care Brand
Creative Spin were given the brief of creating a brand new premium Dog Care company from 'scratch'. So with no hesitation, we set about creating a new brand that would disrupt the market and get everyones tails wagging.
We came up with the brand name "Friday's Dog" after being inspired by the ‘Friday’s child’ in the popular nursery rhyme “Monday’s Child” – which assigns attributes to children born on each day of the week. Friday’s Dog is loving and giving … and the Friday’s Dog customer certainly loves to give what he gets.
Friday also means loyalty. Think “Man Friday” and “girl Friday/gal Friday”. Is there any more faithful sidekick than the family dog?
Friday’s Dog is a petcare lifestyle brand focused on delivering a wide breadth of high-quality, scientifically-grounded grooming products for those precious dogs in our lives.
We also designed the packaging. After looking at the current competitors, we realised that we needed to put the fun back into dog grooming and create a range of products that are easily identifiable and have a huge shelf presence in store.
That 'Friday Feeling' brand film
After a lot of consumer research, we discovered a key insight which proved to be the basis of our brands strategy and tone of voice.
Ever since the "pet boom" that was a result of the global pandemic – where people found themselves isolating at home and in need of companionship, we soon discovered that many of the new dogs were then left home alone by themselves as their owners returned to work.
As a result, this meant that most dogs were now spending the majority of their time patiently waiting for their pet parents to return home each day.
But there was one day in the week that was unlike any other – Fridays have become even more poignant by not only signalling the start of the weekend, they also act as the moment where most dogs then get their owners all for themselves – thus creating an overwhelming sense of excitement, also known as that 'Friday Feeling'.
With this in mind, we made it our mission to capture that feeling of a Friday and bottle it, so both pet owners and dogs get to experience that 'Friday Feeling' every time they used one of the products.
Here is a Brand Film that we created to show people what that 'Friday Feeling' looks like.
The Ambassadors
With so many different dog breeds out there, and with each breed requiring individual Dog Care, we enlisted the help of eleven special dogs to act as our brand ambassadors.
We chose each dog to represent a particular line of Dog Care products that has a particular relevance to their breed:
Max the Basset Hound: Chairman of Sun Care Range.
Floyd the Mini Bulldog: Oral Care Expert.
Goldie the Retriever: Happy Head of Soother Range.
Izzie the German Shepherd: Veterinarian Products.
Stella the Afghan Hound: Head of Coat Glam Products.
Baxter the Labradoodle: Chief of Calming Range.
Bosley the Beagle: Principal of Puppy Protection.
Walter the Bor-Doodle: Boss of Basics Range.
Lucy the Siberian Husky: Champion of Colour Correction.
Buddy the Great Dane: Master of all Snacks.
Belle the Shih Tzu: Director of Dry Cleaning.
Photography - Luke Carter Wilton
The very Social Media
As part of this awesome brief, we also created all of the assets and social media content for Friday's Dog social channels.
We wanted to create standout content that would be shared throughout the dog-loving community. So we created a mixture of fun, factual and fervent content.
We even attracted A-list influencers, like Kaia Gerber, who had also discovered that 'Friday Feeling' and wanted to share.
Influencer post: featuring Kaia Gerber
The Website
Originally started as a Direct to Consumer company, we also helped create the Friday's Dog E-commerce website and their store presence on Amazon.